B2B E-commerce
High-ticket sales
Joto Imaging Supplies is a leading North American distributor of digital printing equipment and materials, serving businesses in sublimation, heat-transfer, vinyl, DTF/DTG, and custom-printing industries. Since 1989, they’ve built a reputation for reliable shipping, extensive product selection, and hands-on technical support, helping print shops and growing businesses access the tools they need to produce high-quality, on-demand printed products.
The challenge: increasingly expensive Black Friday campaigns
Black Friday was around the corner, and Joto was already pouring budget into paid campaigns. But their Head of Marketing, Juan Yepis, was concerned: the traffic was coming in, but the conversions weren’t matching the investment. With no time to optimize landing pages, rethink the site, or tailor the experience for different visitor types, he needed a solution that wouldn’t add even more work to an already packed season.
At the same time, Joto was expanding into the U.S., which added a new level of difficulty. In Canada, they’re a recognized market leader with decades of experience behind them. But the U.S. market is a different game: established competitors, strong distribution networks, and buyers who have endless options and very clear purchasing paths.
And their audience made things even more complex. Joto wasn’t dealing with one type of B2B buyer. They had:
- Beginner companies who were just entering the world of sublimation and needed guidance.
- Advanced repeat customers who knew exactly what they wanted and expected a fast, frictionless path to purchase.
These two segments behave completely differently, need different levels of education, and respond to different triggers. Trying to convert both with the same experience during the busiest season of the year was nearly impossible.
Joto needed a way to turn their Black Friday traffic into actual sales without redesigning the site, increasing ad spend, or manually building experiences for each audience segment. Something fast, lightweight, and smart enough to adapt to every visitor.
The solution: efficient guidance to the highest-margin products
Yepis decided to implement Pathmonk, backed by our 20% money-back guarantee: if conversions didn’t increase by at least 20%, he’d get the investment back.
To tackle their mixed audience, we built a product selector designed for both beginners and advanced users. Experienced buyers were shown best-selling, high-margin items to speed up their path to purchase. Beginners received simple, step-by-step guidance to help them understand which products to choose without feeling lost.
Pathmonk’s AI then delivered different micro-experiences based on each visitor’s intent: from pricing-focused messages (Joto’s strongest purchase driver) to educational videos, customer testimonials, and trust-building cues. Every interaction adapted in real time, giving each visitor the exact level of support they needed to make a confident buying decision.
Why did Joto Imaging Supplies choose Pathmonk instead of more traditional CRO tools such as Mutiny, Drift, Gong, or ClickFunnels?
- 1 month free pilot: To make the decision risk-free, Pathmonk offers a one-month free pilot. Once the results speak for themselves, Pathmonk becomes a trusted partner of any marketing team. If you want to benefit from a free 30-day pilot with Pathmonk, book your demo here.
- No manual work needed, effortless automation: Pathmonk generates customized user interactions automatically, eliminating the need for manual input and enhancing the efficiency of user engagement, ensuring each interaction is pertinent to the user.
- 5 min setup: Pathmonk offers flawless integration with various CRM systems, enabling easy synchronization and streamlined data management.
- Cookieless technology: Pathmonk operates without the use of tracking cookies, adhering to privacy regulations and catering to user preferences for enhanced data security.
The results: +73% conversion uplift in just two weeks
After introducing Pathmonk’s intelligent on-site journey, Joto saw immediate and measurable improvements:
✅ +73% conversion uplift compared to the control group: Pathmonk-engaged visitors converted significantly higher, proving the impact of intent-based guidance during a high-competition season.
✅ Conversions increased from 18 to 31 among users exposed to Pathmonk: A clear lift achieved purely through on-site optimization, no additional ad spend or traffic changes required.
✅ +58.6% boost at the decision-impact stage: Pathmonk’s microexperiences played a key role in helping buyers feel confident, especially at the final steps of the journey.
How can we measure the exact impact of Pathmonk?
To ensure transparency and accurate ROI measurement, we strongly recommend running Pathmonk on a split segment of your traffic during the initial implementation phase.
This A/B setup allows you to clearly compare how visitors exposed to Pathmonk behave versus those who aren’t, with full visibility across every stage of the funnel.
As you can see below, the traffic was split evenly so 50% of it was never exposed to Pathmonk’s personalization (left side funnel, “Disabled”) and the other 50% was impacted (right side funnel, “Enabled”).
The outcome? Pathmonk consistently outperformed the control group at every stage of the funnel—awareness, consideration, and decision—validating its effectiveness in guiding users through a complex e-commerce journey.
This controlled rollout helped the team build internal confidence in the results and make data-driven decisions about scaling personalization across the site.
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